南昌会展品牌战略研究
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摘要
随着现代会展经济的不断发展,会展品牌对于城市经济的拉动作用日益突显,许多会展品牌甚至已经逐渐成为一个城市形象的代表,城市会展品牌的构建对于社会经济的发展意义重大。一个好的城市会展品牌能够带动整个城市的经济、政治、文化、社会等各方面领域的发展。而许多会展城市也在极力鼓励和推动会展的蓬勃兴起。可以说,会展兴,则城市兴。作为一个国际化程度与城市经济发展的重要标准之一,会展越来越成为一大亮点。会展的发展已逐渐成为城市经济发展的助推器和城市形象的代名词。
城市会展品牌是一个整体概念,由城市内各种会展资源,会展基础建设,城市总体景观,城市人文底蕴等多种因素共同组成且相互作用。现如今蓬勃的世博会,也是许多国家和城市争夺的热点。举办世博会和奥运会,甚至是世界杯等,带来的直接收益和潜在收益都是巨大的。不仅能带动整个城市的经济发展,给整个城市的建设带来的巨变和飞腾。与此同时,城市经济繁荣为会展品牌的发展奠定了坚实的基础条件,二者之间的良性循环推动着城市与其会展品牌的共同发展。
本文选取南昌会展作为研究对象,对南昌市城市会展品牌战略问题进行了系统的分析和研究。借鉴中国著名会展城市的经验和规律,本文以梯度理论、品牌定位理论、竞争性理论和系统理论为指导,根据南昌城市会展品牌的发展条件及发展现状,围绕会展品牌的模式选择、会展品牌的识别界定和会展品牌的管理规划等提出了南昌会展品牌三大战略。
As the modern MICE (Meeting Incentive Conference Exhibition) economy continuously developing, the pulling effect of the MICE brands to the cities’economy becomes increasingly fore grounded. Furthermore, many MICE brands even become the representation of cities’image. gradually. The establishment of the cities MICE brands to the development of social economy is of great significance. This thesis is started with the analysis of basic characters of the MICE brands’and then trying to brings forward the strategies of the cities’MICE brands which based on the discussions of the MICE brands’positioning and successful elements.
The brand is a general idea, the city in the resources, the infrastructure and the paper, the urban humanistic tradition of factors and interactions of the industry. nowadays, are also many countries and cities for the hotspot. for the expo and the Olympics, even the world, bring direct benefits and potential gains are huge. not only led the whole city's economic development, and the whole city's construction of sports and Terrifying. meanwhile, city economic prosperity for the brand of development which lay a solid foundation conditions and the virtuous circles in the city and its purpose of the common development.
This article summarizes the Nanchang as, Nanchang city of branding strategies for the issue of systems analysis and study. learning chinese famous the city of experience and laws, the theory and in the gradient brand localization theory, for guidance Pest use analytical methods more deeply into the city took Nanchang developed and developing the present conditions, and the brand growth and competitive environment, with the Nanchang urban development and policy and Nanchang city in the implementation of the need for the brand, and for the brand of creating Nanchang analysis and formulation and implementation of the countermeasures and methods.
In this article, for the purpose of Nanchang, from the city of the brand basic feature of the change in the exhibition brand positioning and successful part of the city, the brand strategy : brand strategy, the strategy and organization of strategy. the above theory and Nanchang to developing their own cities the brand, not only ensuring a foothold, policy, and to harmonize well with the various elements, From product brands, the organization set out to Nanchang at the brand gain still greater development.
城市会展品牌是一个整体概念,由城市内各种会展资源,会展基础建设,城市总体景观,城市人文底蕴等多种因素共同组成且相互作用。现如今蓬勃的世博会,也是许多国家和城市争夺的热点。举办世博会和奥运会,甚至是世界杯等,带来的直接收益和潜在收益都是巨大的。不仅能带动整个城市的经济发展,给整个城市的建设带来的巨变和飞腾。与此同时,城市经济繁荣为会展品牌的发展奠定了坚实的基础条件,二者之间的良性循环推动着城市与其会展品牌的共同发展。
本文选取南昌会展作为研究对象,对南昌市城市会展品牌战略问题进行了系统的分析和研究。借鉴中国著名会展城市的经验和规律,本文以梯度理论、品牌定位理论、竞争性理论和系统理论为指导,根据南昌城市会展品牌的发展条件及发展现状,围绕会展品牌的模式选择、会展品牌的识别界定和会展品牌的管理规划等提出了南昌会展品牌三大战略。
As the modern MICE (Meeting Incentive Conference Exhibition) economy continuously developing, the pulling effect of the MICE brands to the cities’economy becomes increasingly fore grounded. Furthermore, many MICE brands even become the representation of cities’image. gradually. The establishment of the cities MICE brands to the development of social economy is of great significance. This thesis is started with the analysis of basic characters of the MICE brands’and then trying to brings forward the strategies of the cities’MICE brands which based on the discussions of the MICE brands’positioning and successful elements.
The brand is a general idea, the city in the resources, the infrastructure and the paper, the urban humanistic tradition of factors and interactions of the industry. nowadays, are also many countries and cities for the hotspot. for the expo and the Olympics, even the world, bring direct benefits and potential gains are huge. not only led the whole city's economic development, and the whole city's construction of sports and Terrifying. meanwhile, city economic prosperity for the brand of development which lay a solid foundation conditions and the virtuous circles in the city and its purpose of the common development.
This article summarizes the Nanchang as, Nanchang city of branding strategies for the issue of systems analysis and study. learning chinese famous the city of experience and laws, the theory and in the gradient brand localization theory, for guidance Pest use analytical methods more deeply into the city took Nanchang developed and developing the present conditions, and the brand growth and competitive environment, with the Nanchang urban development and policy and Nanchang city in the implementation of the need for the brand, and for the brand of creating Nanchang analysis and formulation and implementation of the countermeasures and methods.
In this article, for the purpose of Nanchang, from the city of the brand basic feature of the change in the exhibition brand positioning and successful part of the city, the brand strategy : brand strategy, the strategy and organization of strategy. the above theory and Nanchang to developing their own cities the brand, not only ensuring a foothold, policy, and to harmonize well with the various elements, From product brands, the organization set out to Nanchang at the brand gain still greater development.
引文
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11何军.江西会展的发展.江西新闻[J],2005-11-22.25
12刘可.江西统计[J],2009-11-21.26
15何庆辉.会展南昌:分享经济新盛宴[J].中国扶贫,2008-09-23.12
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[30]单萁翔.从功能城市到文化城市[M].天津大学出版社,2007
[31](美)森古普塔.品牌定位—如何提高品牌竞争力[M].长安出版社,2009
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[35](美)莱曼.产品管理[M].北京大学出版社,2006
[36]刘世忠.品牌策划实务[M].复旦大学出版社,2007
[37]程红.现代城市新的经济增长点[M].经济日报出版社,2003
[38]张钦楠.阅读城市[M].三联书店,2004
[39](英)洛克.政府论[M].北京出版社,2007
[40]何静.论发展会展经济的政府职责[J] .三江论坛,2005,(3):41-42
[41](美)马奇,西蒙.组织[M].机械工业出版社,2008
[42]毛寿龙.中国政府功能的经济分析[M].中国广播电视出版社,1996
[43]张冉.现代行业协会的组织能力[M].上海财经大学出版社,2009
[44]周伟森.城市经济学[M].复旦大学出版社,2006
[45]张文健,史国详.论都市旅游业与会展业的边界融合趋势社会科学[J] .2007,(7),20-22
2刘芳.上海会展业调研报告[J].时代经贸,2007-2.24
5孟育建.世博会与会展经济[J].中国会展,2008-02-06.13
6何华.从梯度理论看会展产业[J].会展信息简报,2009.12
8张国民.品牌定位的策略[J].品牌定位,2009-05-16.24
9施振荣.全球品牌大战略:品牌先生施振荣观点[M].中信出版社,2005.23
10郭宏明.中国南昌[J].江南都市,2009-04-03.18
11何军.江西会展的发展.江西新闻[J],2005-11-22.25
12刘可.江西统计[J],2009-11-21.26
15何庆辉.会展南昌:分享经济新盛宴[J].中国扶贫,2008-09-23.12
[1]梁文.经济全球化与国际展览业[M].大型会展实务系列丛书,南宁:广西人民出版社,2004
[2]赵成孝.中国会展产业现状、问题与发展对策[J].中国物价,2003,(2):45-46
[3]朱立文.中国会展城市备忘录[M].北京:中国海关出版社,2003
[4]吴信菊.会展概论[M].上海:上海交通大学出版社,2003
[5]华谦生.会展管理[M].广东:广东经济出版社,2008
[6]涂成林.会展:现代城市发展的杠杆—会展业与城市发展的互动效应研究[M].北京:中央编译出版社,2008
[7]施振荣.全球品牌大战略:品牌先生施振荣观点[M].中信出版社,2005
[8]张水清,李缜亭.会展经济特性与都市功能的提升[J].地域研究与开发,2002,(9):35-37
[9]胡红.南昌展馆推荐[EB/OL].http://hzb.nc.gov.cn/tjzg.asp.2008-01-24
[10]曾武佳.现代会展与区域经济发展[M].成都:四川大学出版社,2008
[11]胡晓.会展经济与城市发展[J].经济问题探索,2002,(6):16-18
[12]周伟林.城市经济学[M].上海:复旦大学出版社,2004
[13]尼次侃普.区域和城市经济学手册[M].北京:经济科学出版社,2001
[14]于子佳.南昌人居[M].江西人民出版社,2007
[15]卢利刚.军旗升起的地方—南昌红色旅游资源研究[M].江西人民出版社,2006
[16]刘华.经典江西:红色摇篮[M].江西人民出版社,2007
[17]卢利刚,李海晶.论南昌红色旅游资源的品味提升及深度开发党史文苑. [J],2007,(9)
[18]桑德拉莫罗.会展艺术[M].上海远东出版社,2006
[19]保健云,徐梅.会展经济[M].重庆:西南财经大学出版社,2000
[20]刘松萍.会展,经济与城市发展[M].中央编译出版社,2008
[21]易伦.城市发展:走向服务经济新时代.改革与开放[J],2007,(9):12-14
[22]凯勒.战略品牌管理[M].中国人大出版社,2009
[23]刘松萍,李佳莎.会展营销[M].电子科技大学出版社,2003
[24](日)山田敦郎.品牌全视角[M].格致出版社,2008
[25]王保伦.会展经营与管理[M].北京大学出版社,2006
[26]马勇,王春雷.会展管理的理论方法与案例[M].高等教育出版社,2003
[27]王志纲.城市中国[M].人民出版社,2007
[28]马勇,肖轶楠.会展概论[M].中国商务出版社,2004
[29]翁向东.本土品牌战略[M].南京大学出版社,2008
[30]单萁翔.从功能城市到文化城市[M].天津大学出版社,2007
[31](美)森古普塔.品牌定位—如何提高品牌竞争力[M].长安出版社,2009
[32]南昌大学中国中部经济研究中心.2008中国中部经济发展报告[M].经济科学出版社,2009
[33]胡晓.会展经济与城市发展[J] .经济问题探索,2002,(6):15-16
[34](美)亚当森.品牌简单之道[M].中国人民大学出版社,2007
[35](美)莱曼.产品管理[M].北京大学出版社,2006
[36]刘世忠.品牌策划实务[M].复旦大学出版社,2007
[37]程红.现代城市新的经济增长点[M].经济日报出版社,2003
[38]张钦楠.阅读城市[M].三联书店,2004
[39](英)洛克.政府论[M].北京出版社,2007
[40]何静.论发展会展经济的政府职责[J] .三江论坛,2005,(3):41-42
[41](美)马奇,西蒙.组织[M].机械工业出版社,2008
[42]毛寿龙.中国政府功能的经济分析[M].中国广播电视出版社,1996
[43]张冉.现代行业协会的组织能力[M].上海财经大学出版社,2009
[44]周伟森.城市经济学[M].复旦大学出版社,2006
[45]张文健,史国详.论都市旅游业与会展业的边界融合趋势社会科学[J] .2007,(7),20-22